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About The Laburnum Condominium – 1996
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An exercise in high end real estate marketing, The Laburnum introduced the age of premium condominiums in India – moulding elegance and convenience in an exclusive, harmonious living lifestyle for 300 like-minded families.
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We focussed on creating a high-end brand identity, which could be carried through the entire product fabric – through graphics, environmental and industrial design. That is how the small Laburnum flower used in the product logo, which was conceived during the product launch, finds expression on a faucet or on a directional signage. Even the product brochure was designed to evoke the aspirations of our target customers, and like in the case of CGR, artist’s impressions of the product in actual charcoal sketches left the customer to paint the rest of his own lifestyle canvas.
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Through regular newsletter, updates and site visits, we constantly maintained a dialogue with our customers throughout the phases of construction. An exhaustive Home-Owners’ Manual detailed every facility available and offered a subtle code-of-conduct to suggest an environment of peaceful coexistence, along with a list of maintenance facilities. Even today, after possession has been handed over to the owners, the extensive and finely detailed signage system continues to underline brand identity and value, reassuring them of their choice and reinforcing the brand imagery at every point of interface.
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